GAME THEORY: Drest, the luxury fashion styling platform, is teaming with Cartier for the first time on a game that’s based around the Clash collection. The collaboration with Cartier is part of a wider move by Drest to reach beyond fashion, accessories and makeup and into fine jewelry.
The game invites players to “discover, explore and style” the newest drop of Clash de Cartier rings, earrings, bracelets and necklaces through a guided narrative and editorial styling challenges. Winners will receive virtual prizes presented in the signature Cartier red jewelry box.
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“To be partnering with one of the world’s most iconic houses on this, our first fine jewelry activation, is important, and also perfectly demonstrates the way in which luxury products can be discovered and explored through creativity, styling and cultural relevance,” said Lucy Yeomans, founder and chief executive officer of the platform.
The Clash de Cartier designs are sculptural and tactile with a punk edge. The jewelry comes with beads and pointed stud details, colored stones, including red- and green-tinted agate, pink chalcedony and onyx. According to Drest, Clash appeals to a younger luxury customer “who values individuality as much as craftsmanship.”
Drest, which has more than 500,000 monthly active users, works with more than 300 brands, allowing gamers to work with full collections and add hair and makeup looks created by real-world talents and brands.
Gamers can also select from a variety of global photo shoot locations and real-life events and backdrops. They are able to win prizes inside and outside the game, hone their styling skills with each play, and level up and impress their magazine “editor” with looks for virtual shoots.
Cartier is the largest brand in the Richemont stable, and the engine behind the double-digit growth in the jewelry division. In the fiscal third quarter, Richemont’s jewelry division delivered a 14 percent increase in sales to 4.79 billion euros, led by collections such as Clash.